Build Awareness with HubSpot AEO

The Dashboard is the first thing you see when you open AEO, and it gives you a clear read on how your brand is performing across AI platforms. Think of it as your top-level scorecard.

The main metric is your Brand Visibility score: the percentage of your tracked prompts where your brand shows up in the AI's response. If you're tracking 10 questions your customers might ask, and your brand appears in 7 of those answers, your score is 70%. You can see this broken out by answer engine (ChatGPT, Perplexity and Gemini), and tracked over time so you can see whether things are improving.

There's also a Sentiment Analysis tab alongside Brand Visibility. This measures how positively or negatively your brand is described in AI-generated responses, on a scale from -100% to +100%. Knowing your visibility score is useful; knowing that AI is describing you in a negative light is equally important, because it means there's a perception problem to address, not just a visibility one.

The dashboard also includes a Competitor Landscape section, which shows your Share of Voice relative to competitors.

This tells you not just whether you're showing up, but how prominently you're showing up relative to the competition. If there are 100 total brand mentions across you and your competitors and 25 are yours, your Share of Voice is 25%.

Track visibility across three major AI engines: OpenAI (ChatGPT), Perplexity, and Gemini. 

More LLMs like Google AI Mode and AI Overviews will be added throughout the year.

Prompts are the questions you want to monitor, things like "What are the best running shoes for long distance?" or "Which CRM is best for small businesses?" These are the kinds of questions your potential customers are typing into ChatGPT and Gemini right now. The Prompts tab is where you manage which questions you're tracking and see how your brand performs on each one.

For every prompt, you can see your visibility score for that specific question, and click into it to see the actual response the AI generated, how your visibility on that prompt compares to competitors over time, and prompt-level recommendations for how to improve your visibility on that specific question.

You can add your own prompts manually, or get AI-powered suggestions based on what HubSpot already knows about your business from your CRM data. This matters because most AEO tools make you guess which prompts to track. HubSpot uses the context it already has about your business to suggest prompts that are actually relevant to you, not just generic industry questions.

You can also organise prompts into Groups by product line or customer segment, which makes it easier to analyse performance for a specific part of your business rather than looking at everything as one big pile.

When an AI like ChatGPT answers a question, it pulls from sources across the web to inform its response. Those sources are citations, and they matter a lot: the content getting cited is the content shaping what AI says about your category, your competitors, and your brand.

The Citations tab breaks down exactly which sources AI is pulling from, organised in a few different ways. You can see which content types are most commonly cited (listicles, blog posts, product pages, news articles, etc.), which channels those citations come from (your own website, earned media, review sites, user-generated content like Reddit, and so on), and which specific domains are getting cited most often.

There's also a competitive view: you can see how often AI is citing your website versus competitors' websites, and how often your brand is mentioned across citations overall, including third-party sources that you don't own or control.

This is the data that tells you where to focus. If listicles dominate the citations for your key prompts, that's a signal to prioritise getting your brand featured in that format. If a particular domain keeps appearing, that's a partnership worth pursuing. You stop guessing and start working from actual data.

Recommendations is where the data turns into a concrete action plan. Based on everything the tool has analysed across your prompts and citations, it generates a prioritised list of specific things you should create or do to improve your visibility.

Each recommendation comes with a full content brief: a suggested title, a summary of what the content should cover, the target audience it's written for, and primary and secondary keywords to include. You can also see exactly why that recommendation was generated. The "What's driving this recommendation" section shows you the associated prompts, the content type distribution that led to the suggestion (for example, if 71% of citations for a given prompt are listicles, the tool recommends you create a listicle), and the specific URLs being cited most often for that topic.

This gives you enough context to understand the reasoning, not just the output.